RitualAds · a creative proposal prepared for In-N-Out

The Regular

Unchanged since 1948. Two films: one X-rays the masterpiece and finds nothing underneath, one orders it for the first time and gets welcomed back.

Creative proposaltwo :30 spotsBoards on the rack
Now showing

Nothing Underneath

An examination in hard cuts, thirty seconds: the Double-Double under a conservator's lamp.

A conservation laboratory, after hours. The artwork on the easel is a Double-Double, and she examines it the way museums examine old masters: raking light for overpaint, ultraviolet for late additions, and finally the radiograph, the X-ray that finds the abandoned first drafts hiding beneath every masterpiece. Beneath this one: nothing. No pentimenti. No earlier versions underneath. The artist got it right the first time. She delivers the verdict, folds her white gloves, and commits the one heresy her profession forbids.

Nothing Underneaththirty seconds

Why it playsMuseums X-ray paintings to find the versions the artist painted over. A menu unchanged since 1948 is the rare masterpiece with nothing to find, so the film borrows a real discipline whole, conservation science, and lets its coldest instrument deliver the warmest claim. Then it ends on the only correct treatment of this particular artwork: eating it.

Board, the conservation laboratory at night
The LaboratoryCard No. 1
Board, the burger under the loupe and raking light
The ExaminationCard No. 2
Board, the radiograph of the burger on the lightbox
The RadiographCard No. 3
The Double-Double combo, official product photography
The Order ItselfCard No. 4
Also showing

Welcome Back

A first order at the original drive-through, thirty seconds, one ride from the arrow to the window.

Night, and she has rehearsed this. At the red box she asks for a Double-Double, and then, half a whisper, animal style. The speaker crackles back like it has known her for years: There she is. Around the curve the window is already open. The bag passes, she admits it is her first time, and the counterman gives her the only right answer this place has ever had: Welcome back. One stolen fry later the lane lets her go, under the arrow that has pointed the way since 1948.

Welcome Backthirty seconds

Why it playsThe secret menu is the brand's warmest paradox, a secret the whole country is in on, and the film plays it straight: whisper the password and the house answers by name. Real lane, real marks, real appetite, and the drive-through this company invented becomes the film's single ride.

Board, the drive-through lane at night
The LaneCard No. 5
Board, her first order at the red box
The PasswordCard No. 6
Board, the handoff at the pickup window
The WindowCard No. 7

Wish you were here,

RitualAds is a creative studio for brand film: from a single line of brief we build the whole campaign world, concepts, boards and finished moving pictures, made end to end under one roof. Everything on this page was built for In-N-Out from that one line.

A full engagement delivers a finished :30 and :15 suite per concept, stills and cutdowns for every channel, and a living page like this one on a working link that never changes. If this world fits the road ahead, the next stop is a conversation.

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